Marketing Campaigns
Below are select multi-platform marketing campaigns I've led across three institutions. In each case, I oversaw strategy, messaging, digital execution, and reporting, contributing directly to enrollment growth, enhanced visibility, and improved reputational rankings.
UC Riverside Graduate Open House
(Institutional Wide)
One initiative that I am particularly proud of is launching the first-ever campus-wide UC Riverside Graduate Open House, with corresponding marketing campaign. I presented Dean Thomas Smith (School of Education) and Dean Shaun Bowler (Graduate Division) with an idea for a campus-wide event to bring prospective students to UCR to meet faculty and learn about our programs, increasing applications and enrolled students, while concurrently deploying a multi-pronged marketing campaign to raise awareness of UC Riverside, and encourage event registrations.
Results
- 40% of attendees applied to UCR’s graduate programs
- The now annual event has increased brand awareness, and applications and yield across all UCR’s graduate programs. View website.
Marketing Campaign:
Digital campaign (Meta: Facebook and Instagram): Ran digital ads retargeting website visitors, lookalike audiences, and targeted demographics.
Results: 282,036 impressions served; 2,311 actions were taken on the ads (i.e. people clicked to view the event or ad); 121 attendees indicated they were referred to the event through social media adsOutdoor campaign: Deployed a bus bench campaign comprised of 11 benches, for 4 weeks, near feeder schools including Cal Poly Pomona and CSU Fullerton to raise awareness of UCR graduate programs, and event
Email marketing: Invitations sent to GRE lists; Saved applications; Prospective student contacts in Slate; UCR juniors and seniors; Department lists; Career centers; Historical Black Colleges.
Email Invitation
Social Media Ad
Bus Bench Outdoor Ad/Feeder Schools
Social Media Ad
Cal Poly Pomona’s
Singelyn Graduate School of Business & College of Business Administration
Recruited as founding Director of Marketing and Communications following a transformative $12.5 million gift from an alumni couple that established the Singelyn Graduate School of Business in 2022. CBA is one of the largest AACSB accredited public business schools in the nation, serving 5,000+ students with 50K alumni across the globe.
Under my strategic leadership, we expanded the school’s digital presence, increased online engagement, and enhanced brand visibility. These efforts contributed to record breaking applications and enrollment across all programs for Fall 2024, and an upward trend in reputational business school rankings:
Expanded Digital Footprint, online engagement, and brand visibility through targeted social media, content, web, print, radio, and online marketing strategies.
Results
- 4MM+impressions, 55K+ actions/site visits
- +93% increase in website sessions to Singelyn Graduate School homepage, and 20% increase in website sessions to the CBA homepage in one year
- Launched newsletter sent to 30K subscribers, with an average open rate of 46%, exceeding 20% average for education newsletters (Source: ConstantContact).
Digital Marketing/Student Recruitment
Built full-funnel marketing plans (awareness → lead gen → enrollment) incorporating paid search (Google SEM); Organic & paid social; Email marketing (CRM/Slate); Print, direct mail, and PR.
Results
- Google SEM campaigns averaged a 10% conversion rate to applicants, exceeding 7% average in education sector
- Average CTR (click-through-rate) of SEM campaigns were 4-9%, exceeding the education benchmark of 1–2%
- Record number of applications and enrolled students across all programs in Fall 2024
Thought Leadership and Reputation Management
Implemented annual outreach campaign to raise the profile of our College, faculty, and impact among peer institutions, business leaders, community, donors, employers, and other stakeholders. Includes digital and direct mail touchpoints, strategic sponsorships, and thought leadership opportunities including keynote speaking engagements and securing op-eds by leadership and faculty. Elevated College’s academic reputation among those who vote and influence rankings.
Results
- Upward trend in reputational rankings; CBA rose 8 notches in U.S. News & World Report Best Business Programs rankings in a year
- Increase in media mentions and website traffic from external outlets
Traditional Advertising
Developed an annual awareness and lead generation marketing plan which includes placing ads and advertorials in LA Business Journal education issue, AACSB website, and local NPR station/LAist.
Results
- Awareness of the College audience reach: +1MM
LA Business Journal: MBA and Master's Guide
LABJ Full Page Ad
Graduate Postcard Mailer (new branding)
Direct Mailer
New Dean Direct Mailer
Direct Mailer
LA Business Journal; Singelyn Family Dean
Banner Ad: US News Page
Fact Sheet
Audience Segmentation: Development of Grad Marketing Personas to Inform Strategy
Slate Drip Email Campaign Example (new branding)
LMU School of Film & Television: In L.A. in the Best Possible Way
Collaborated with an external agency and campus leadership to conduct in-depth research and stakeholder interviews, which informed the development of a comprehensive brand platform. From this foundation, we crafted messaging and headlines that highlighted the program’s strengths, including small student-to-faculty ratio, location, strong network of film creatives, and successful outcomes. This messaging was brought to life through an integrated marketing campaign targeting multiple audiences. Campaign elements included a brochure (example below), corresponding video content, social media ads, and traditional advertising.. View brochure here.
LMU Film School Graduate Marketing Campaign
Designed & launched comprehensive marketing campaign for SFTV graduate programs with compelling messaging and videos. The campaign focused on brand messaging “Small School, Big Launching Pad.”
Digital: Paid search; Animated banner/programmatic ads across a variety of arts/film/education sites and on NPR.org; Facebook promoted posts and videos; YouTube True View video ads; E-blast to Film Independent membership list and saved contacts in CRM
Print: Ran ads in The Hollywood Reporter and Variety
Radio: KPCC and KCRW :30 radio spots for 6 weeks
Results: Graduate applications doubled from previous year. Traffic to SFTV’s website increased 50% compared to same time prior year, with nearly 10,000 new sessions.
Video Ad: Social Media and YouTube
Hollywood Reporter, Education Issue Ad
Animated Banner Ad: NPR